As we enter into the second half of the year, July is a perfect time to reflect and reinforce existing relationships, as well as think about how we can grow in the days to come. What’s your plan to prevent existing customer relationships from melting away in the summer sun? What about a strategy to bring the heat against your competition and gain more customers?

To get your email opened and read, you understand the importance of sending it at the right time. You understand the importance of a compelling subject line. You understand the importance of segmentation: sending the proper message to the proper group.

So now you’ve got them interested in your email, but what are you going to talk about? Many marketers get stuck here. Deciding what to write can be a little less confusing by following these concepts.

Focus on being relevant. Make sure that you know what your audience values: ask your customers and prospects what type of information they would like to receive in their inbox.

Figure out how much is enough. How much content is that? Keep in mind that a majority of people will be viewing your email from their mobile device, and will likely not have/not take the time to read a lengthy email.

Turn questions into content. Remember, you are the expert in your business or industry, and your customers typically are not.

Use images—great images! Or video! Just be sure your email is optimized for mobile, and that images don’t dominate your content.

Use the internet to help you find content: blogs, RSS feeds, Twitter trending topics and Google alerts are a few great resources.

Here’s a list of ideas to get you started today!

The Year in Review

Weekly/monthly calendar of events

Answer a frequently asked question (or two or three!)

Welcome a new staff member

How to…

Announcement of new product/service

News of awards/achievements

Shareable content (like photos, gif’s, and infographics)

Video of employees/staff volunteering in the community

Picture and caption of unique event/crazy weather

Special offer/sale/promotion

Anything “behind the scenes”

Invitation to an event

Highlight customer/charity/another business

Curated content with link to original source

Teaser text and link to your blog

Request for help, volunteers needed, etc

At the end of the day, it’s so important to remember that content marketing really isn’t about what you want to say, but about what your audience wants to hear. You know your tribe, so speak their language! Marketers who can remember this and implement it will do well.

"I found the training to be extremely helpful in understanding the different social media outlets, as well as understanding how we can utilize each to drive engagement and ultimately revenue with our followers/customers."

"I really enjoyed my experience working with Melanie to get my business on Google Maps. We had to tweak the position of my Google pin drop a few times and Melanie was very patient and helped me through this process to ensure that everything was just as I wanted it to be."